Amazon Launches New AI-Powered Shopping Tool
Amazon is doubling down on its push to personalize the shopping experience through artificial intelligence. The tech giant announced a new feature on Wednesday called “Interests”, designed to transform the way users search for and discover products. By leveraging large language models (LLMs), the tool turns natural language prompts into actionable queries—making search more conversational, intuitive, and tailored to individual preferences.
Rather than relying on rigid keyword searches, users can now express their unique interests and needs in everyday language. For instance, someone might ask for “model building kits and accessories for hobbyist engineers” or “brewing tools and gadgets for coffee lovers.” Amazon’s AI interprets these prompts and returns more relevant, curated product suggestions.
But Interests isn’t just a one-time query tool—it’s an ongoing personalization engine. Running quietly in the background, it proactively notifies users when new items matching their interests become available, highlights restocks, and surfaces deals aligned with their shopping behavior. This persistent personalization brings a dynamic, ever-evolving catalog tailored to each user.
Currently, the feature is being rolled out to a select group of U.S. users through the Amazon Shopping app on both iOS and Android, as well as the mobile website under the “Me” tab. Broader availability is expected in the coming months.
Interests is just the latest addition to Amazon’s growing suite of AI-driven shopping tools. It joins Rufus, Amazon’s AI-powered shopping assistant, along with AI Shopping Guides, review summaries, and AI-generated product descriptions—all designed to streamline the decision-making process and reduce friction between intent and purchase.
Amazon’s strategy reflects a broader trend in e-commerce: the fusion of personalization, AI, and automation. Competitors are already moving in the same direction. Google, for instance, has introduced its own AI-powered shopping tools, including Vision Match, which allows users to describe a clothing item they imagine and receive visually similar product suggestions. Google has also launched an AI summary feature to condense product details into digestible insights.
As consumer expectations evolve, so too does the technology powering the shopping experience. Amazon’s Interests marks a shift toward a more human, conversational interface—one where discovery feels less like a search engine and more like a personal shopper.
